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Employment and Acceptance of Near Field Communication in Mobile Marketing

Employment and Acceptance of Near Field Communication in Mobile Marketing

Klaus-Peter Wiedmann, Marc-Oliver Reeh, Henrik Schumacher
Copyright: © 2010 |Pages: 23
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5.ch011
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MLA

Wiedmann, Klaus-Peter, et al. "Employment and Acceptance of Near Field Communication in Mobile Marketing." Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, IGI Global, 2010, pp. 190-212. https://doi.org/10.4018/978-1-60566-074-5.ch011

APA

Wiedmann, K., Reeh, M., & Schumacher, H. (2010). Employment and Acceptance of Near Field Communication in Mobile Marketing. In K. Pousttchi & D. Wiedemann (Eds.), Handbook of Research on Mobile Marketing Management (pp. 190-212). IGI Global. https://doi.org/10.4018/978-1-60566-074-5.ch011

Chicago

Wiedmann, Klaus-Peter, Marc-Oliver Reeh, and Henrik Schumacher. "Employment and Acceptance of Near Field Communication in Mobile Marketing." In Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, 190-212. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5.ch011

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Abstract

Near Field Communication (NFC) is a short-distance wireless technology which allows user friendly networking of mobile terminals, e.g., cellular phones and PDAs, as it does with stationary units like Automated Teller Machines (ATM). Hardware producers, network operators and service providers are willing to implement NFC technologies in order to offer new services to their customers. The main goal is to increase the attraction of the underdeveloped areas of mobile commerce and make them more interesting for owners of mobile devices. If and how much real potential there is in NFC as a basic technology to really provide new impulses in mobile commerce and mobile marketing so that a higher acceptance can be reached are remaining open questions. This chapter tries to approach these questions and to provide possible answers by outlining relevant applicative examples and further configuration options of NFC technology as well as by discussing their acceptability.a

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